What are the first few things that come to mind when you think of affordable healthcare? That’s right – President Barack Obama taking selfies, starring in the mirror and making an overly transparent attempt to appear ‘normal’.
As part of his campaign to get more young Americans to sign up for healthcare insurance, the media team behind President Obama have released a video of him doing all the things that we do when no one is watching (besides jerking off).
Drawing inspiration from the personal habits Generation Y have developed with mobile technology and social media, the video touches upon a very self aware (verging on self obsessed) portrait of young people interacting with themselves.
Obama, juxtaposed against a 20-something while male, stands in front of a mirror, takes dozens of selfies with a selfie stick, and draws a picture of his wife in what we can only assume is the first time he has touched a pencil since taking office in 2008.
Check it out here.
Now, obviously this is an over the top analysis of a two minute video purely designed to appear on the Facebook feeds of young Americans and in all honesty, who cares? Nonetheless it is interesting to imagine the moment when a room full of highly paid media and marketing experts devised this strategy and thought, ‘this is the best way to reach the #youth’.
That being said, the tactic of self-mockery has worked for the President before. His infamous ‘Between Two Ferns with Zach Galifianakis’ interview went viral last year and was used to spruik the same message of support for enrolling in America’s new healthcare insurance system.
The Affordable Health Care Act was signed into law in 2010, and since then has helped approximately 10 million Americans to sign up for healthcare insurance previously outside of their price range. Known as ObamaCare, the system has been called socialist because it uses taxpayer money to subsidise insurance premiums, which in turns means the economically disadvantaged have a better chance of affording basic healthcare.
ObamaCare also prohibits insurance companies from rejecting a person’s application for coverage based on pre-existing medical conditions like diabetes.
Beyond that, the system becomes very complicated which is where so many myths and falsehoods have found root – a problem made worse by the initial ObamaCare website, which just didn’t work.
This has resulted in surveys which show that over half of 18 to 29 year olds in the United States disapprove of ObamaCare, with four in 10 saying their existing health insurance will get worse because of the scheme.
The response from the Obama camp? A marketing campaign specifically designed to hit all 20-somethings right where it hurts – in their daily social media habits and personal routines.
Whether videos like these can win over the American youth demographic is yet to be seen but one thing remains blatantly clear: if the most powerful man in the world looks like a douchebag when using a selfie stick, chances are you do too.
Written by Dominic Cansdale.